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The trade show conversation in developing inter-organizational relationships on the example of retail Real Estate industry (Rozmowa targowa w rozwijaniu wiezi miedzyorganizacyjnych na przykladzie branzy nieruchomosci handlowych)

Author

Listed:
  • Marcin Gebarowski

    (Politechnika Rzeszowska, Wydzial Zarzadzania)

  • Dariusz Siemieniako

    (Politechnika Bialostocka Wydzial Zarzadzania)

Abstract

The goal of the paper is the exploration of the trade show conversation structure from the perspective of developing inter-organizational relationships. The authors presented the results received in two stage research conducted according to the grounded theory. The research was exemplified in retail Real Estate industry. The mystery visitor was applied as the research method. The first stage of the research was conducted in 2013 during the MAPIC. The second stage was conducted in 2014 during Shopping Center Forum. The results received showed that trade show participants are more focused of conversation than on the visual aspects of the trade show performance. Besides, the key issue for the researched trade show participants is to build the trust and credibility, which are the foundation for developing sustained relationships. The results showed also that the representatives of exhibitors did many mistakes in communication process with the visitors. Those mistakes can be grouped in four dimensions: verbal communication, non-verbal communication, personal culture, substantial references.

Suggested Citation

  • Marcin Gebarowski & Dariusz Siemieniako, 2015. "The trade show conversation in developing inter-organizational relationships on the example of retail Real Estate industry (Rozmowa targowa w rozwijaniu wiezi miedzyorganizacyjnych na przykladzie bran," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 13(50), pages 88-103.
    • Handle: RePEc:sgm:pzwzuw:v:13:i:50:y:2015:p:88-103
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_1_2015_gebarowski_siemieniako.pdf
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    References listed on IDEAS

    as
    1. Klaus Solberg Søilen, 2013. "Trade Show Intelligence," Management for Professionals, in: Exhibit Marketing and Trade Show Intelligence, edition 127, chapter 6, pages 127-136, Springer.
    2. Paul Herbig & Frederick Palumbo, 1995. "Industrial Trade Shows: A Review of What We Know," American Journal of Business, Emerald Group Publishing, vol. 10(1), pages 67-72.
    3. Klaus Solberg Søilen, 2013. "Exhibit Marketing and Trade Show Intelligence," Management for Professionals, Springer, edition 127, number 978-3-642-36793-9, December.
    Full references (including those not matched with items on IDEAS)

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      More about this item

      Keywords

      trade show conversation; inter-organizational relationships; trade shows; retail Real Estate;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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